Creator-led recommendations strengthened Argos’s credibility, purchase intent and marketing returns.
Between 2023 and 2025, Argos implemented a strategy to close its consideration gap with Amazon by improving perceptions of Argos for quality, trust, and desirability.
Through a phased approach of testing, measurement and scaling, creators were used to drive impact for the brand by curating recommendations of Argos products, tapping into trends, storytelling, and other creator techniques.
This case presents evidence that this activity drove a 10-point increase in trust, 17-point rise in desirability, 19-point uplift in style, and a 14-point growth in purchase intent.
Overall, econometric modelling estimates that across three years campaigns that included influencers delivered an average ROI of £4.98, more than four times the brand’s comparable average ROI for all channels.